A Study On Satisfaction, Perception and Expectation Level of Institutional Consumers Towards Paint Brands in Al-Kharj Region, Kingdom of Saudi Arabia

European Scientific Journal May 2014 edition vol.10, No.
13 ISSN: 1857 – 7881 (Print) e - ISSN 1857- 7431
A STUDY ON SATISFACTION, PERCEPTION

AND EXPECTATION LEVEL OF
INSTITUTIONAL CONSUMERS TOWARDS
PAINT BRANDS IN AL-KHARJ REGION,
KINGDOM OF SAUDI ARABIA
Teg Alam, PhD

Mohammad Rishad Faridi, PhD
College of Business Administration, Salman bin Abdulaziz University, Al
Kharj, Kingdom of Saudi Arabia
Abstract
Paint marketing has transitioned as a commodity to a consumer
product, which spurs marketers to be proactive in chalking strategies to
enable them to have competitive advantage. Consumer is largely categorized
into two major segments i.e. consumer market and institutional market. This
research paper explores expectation, perception and satisfaction level of
institution segment which comprises mainly of painters, contractors etc.
Paint companies are emphasizing in creating and building long term
relationship. On the other hand institutional consumers look for brands
which have quality, better service and more important competitive price. Al
Kharj is a city of future in the Kingdom of Saudi Arabia, growing socially
and economically at a rapid speed. Paint brands are eyeing this rich market
as it grows. In paint, price war which is a tool in gaining business in bulk
segment, companies are also collaborating with the paint professionals for
technical support, preparing feasibility report, guidance in project
management in perspective of paint product. This research paper will help
paint companies to understand where they are currently and where they are
supposed to go with understanding their competitors marketing plan
especially in Al Kharj region. A gap analysis will be a further scope of
research in paint business.
Keywords: Institutional Consumers (painters, contractors etc.), expectations,

perceptions, satisfactions, paint brands, Al Kharj
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European Scientific Journal May 2014 edition vol.10, No.13 ISSN: 1857 – 7881 (Print) e - ISSN 1857- 7431
1.Introduction
Saudi Arabia is the largest economy of the Middle East. It possesses
around 25% of all known hydrocarbon reserves. According to International
Monetary Fund data; 30% GDP of the country, 90% of government revenues
and 91% of all exports is put in by oil reserves.
Saudi Arabia has very wisely used the revenue generated from its oil
reserves for economic growth and longtime financial security of the country.
The Saudi Arabian Government is currently focusing on industrial
diversification to reduce its dependence on oil revenues. To achieve this,
Saudi Govt. has invested various sectors like cement, telecoms, financial
services, automobiles, electronics and petrochemicals. The construction
industry is also prospering and in the past decade it had growth rate of
around 5%. To encourage the industry the government has provided a range
of incentives. Eight industrial estates have been established which have the
necessary infrastructure. Credit is also given to private companies on
generous terms.
The Kingdom has adopted a free market economic model, thus the
financial, industrial and trade sectors of the economy have made rapid
progress. The Government plays a major role in the Kingdom's industrial
activity through the public sector, but in recent years the involvement of
private sector has increased due to Kingdom's system of free enterprise. All
this has resulted in industrial development and diversification.
The Saudi Paint Industry focuses on product development through
regular research & development, ongoing improving customer satisfaction
level etc. in order to gain market share. According to Mathur (2011)
Customer satisfaction is a measure of how products and services supplied by
a company meet or surpass customer expectation. Customer satisfaction is
defined as “the number of customers, or percentage of total customers,
whose reported experience with a firm, its products, or its services exceeds
specified satisfaction goals."
Present study includes the following paint brands available at Al
Kharj region, Kingdom of Saudi Arabia:
• Al-Jazeera Paints
• Jotun Paints
• Sigma Paints
• Hempel Paints
Al-Jazeera Paints was founded in 1979 in Riyadh. The company
currently produces 200,000 tons per year of diverse array of quality products.
Jotun Paints Industry was established in Sandefjord, Norway in 1926. Jotun
Paints holds 9th rank amongst the biggest paint companies worldwide. Jotun
Paints is a privately owned company. Sigma paints Industry was established
in 1722, Sigma Paints is recognized as one of the leading brands in the
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Decorative, Marine and Protective market segment in the Middle East's

paints and coatings industry. Hempel is a world-leading coatings supplier for
the decorative, protective, marine, container and yacht markets. Hempel’s
coatings can be found on a range of structures ranging from villas to sports
stadiums and hospitals.
2. Literature Review
Institutional consumers in Paint industry are typically consuming
paint for business purpose. They buy in bulk. These consumers have strong
product knowledge and are thorough professionals. Most important factors in
decision making process are economy of use, value, technical aspects,
availability, alternatives etc. Today, the term customer satisfaction is
frequently used in marketing research. Customer satisfaction is known as the
customers whose testified experience with products (or services) tops
identified goals of any organization. As per Sheldon et al, (1991) product
costing is defined as a process of cost estimating of an ending product at
planned stage”. During the year 2006 Ulaga and Eggert stated that the
manager identifies direct product costs. According to the Whitney (1987) the
predominant percentage of manufacturing cost of a product is resolute at
product planed phase”. As per Selnes (1993) a positive effect of product
quality on customer satisfaction whereas the outcome on customer loyalty
clearly lacks experimental support in the business-to-business context”.
As per Pirsing (1992) “quality as excellence means that it is
understood ahead of dimension as a direct experience independent of and
prior to intellectual abstractions”. Ulaga (2003) Compared to product quality,
empirical support for delivery performance as a predecessor of satisfaction
and loyalty is even more uncertain. As per Blackstone and Cox (2005) lead
time is defined as time between placing an order and the receiving of the
goods. As per Turban et al. (2002) “customer service is a series of activities
designed to enhance the level of satisfaction of customer. According to Kim,
Park and Jeong (2004) “customer service is a system of activities of a
company or organization that comprises customer support system, complaint
processing, speed of complaint processing, ease of reporting complaint and
responsiveness when reporting grievance. Cova et al (1996) developed a
concept that is “the variety of the personal interaction in project business
relationships has been recognized at the community level in terms of relevant
actors in the project marketing environment”.
As per Patterson et al (1997) the research on satisfaction has mostly
been carried out in consumer markets, while not so much is known about
satisfaction and its antecedents in business-to-business markets.
Customer perception is defined as the way that the customers usually
view or feel about certain services and products.
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Customer expectation will be influenced by consumer perception of

the product or service and can be created by previous experience,
advertising, hearsay, awareness of competitors, and brand image. As per
Zeithamlet al (1993) identified major antecedents of consumer expectations
of services. According to the Bitner (1990) and Cronin and Taylor (1992) the
consumer expectations prior to a service encounter impact customers’
evaluation of service performance and customer satisfaction. As per Tolman
(1932) the customer expectations are predictions made by customers
concerning what they believe will be the outcome of a service transaction or
exchange.
3. Objective of the study

Following are the objectives of this research paper:
• To make an analysis of satisfaction, perception, expectation level of
Institutional consumers in Al Kharj region
• To make comparative analysis of various variables of paint through
marketing perspective.
• To identify opportunities to improve the growth of Sales
• To make analysis how to build brand equity, perception of paints.
• To suggest various promotion mix strategies
3.1 Research Significance

The research significances of this study are as follows:
• To enable in making an optimum strategy for various paint companies.
• Able to map Strengths, Weaknesses, Opportunities and Threats in paint
industry with reference to marketing and sales.
• To devise strategies for product differential in builders, contractors and
painters segment. For example value added services, color therapy,
quality, packaging, communication, event marketing, consumer pull,
dealer push, innovation, corporate identity, effective advertisement,
Brand recall, agility, responsive to customer, store location etc.
• Analysis of institution / government segment.
• Understand the buying behavior of institutional consumer at retail level.
4. Research Methodology
The questionnaires developed by Researchers for collecting
information. It is purely on primary data, analysis through questionnaires and
interviews.
Sampling Area - The study conducted on the following respondents
i.e., Painters and Contractors in Al Kharj Region.
668
Population: All the Painters and Contractors using the Paints in Al

Kharj Region.
Sample size: The research focused on the participants who are
willing to participate.
Sampling Design: The sample is designed by the convenience
sampling method. Sample of customers are taken from Institutional
consumer (contractor and Painter). In this study institutional consumers are
defined as contractors and painters only.
Interview and questionnaire techniques are used for getting
information. Respondents are contacted by research investigators directly to
conduct the interview and filling the questionnaire.
After completion of data collection, we used the appropriate
statistical techniques like graphical presentations, descriptive statistics for
analyzing the data.
5. Result and Findings

5.1. Demographic Profiling of Respondents (Contractors and Painters
regarding Paint Brands)
S. Demographics Frequency Percentage
No
≤ 30 years 5 16.7
30 - 40 years 9 30.0
1 Age
40 - 50 years 8 26.7
≥ 50 years 8 26.7
Urban 30 100.0
2 Location
Rural 0 0.0
School 4 13.3
Graduation 9 30.0
3 Qualification Post-Graduation 3 10.0
Professional(Vocational 11 36.7
Others 3 10.0
≤ 5000 25 83.3
Income per month 5000-10,000 5 16.7
(in SAR)
4 10,000-20,000 0 0.0
≥ 2000 0 0.0
Contractor 10 33.3
5 Occupation
Painter 20 66.7
The aforementioned table illustrates that the majority age group of

consumers are between 30 to 40 years. All respondents belong to urban area.
Mostly respondents are having Professional (Vocational Training) level
qualification. Most of the respondents income level is less than or equal to
SAR 5000 which shows middle income group.
669
5.2.Average Consumption of Paint by Painters

Table1. Average Consumption per day in liters
Average per day in liters No. of Respondents %
≤ 50 5 25.0
50 – 100 12 60.0
100 – 150 2 10.0
≥ 150 1 5.0
No. of Respondents
12
5
2 1
≤ 50 50 – 100 100 – 150 ≥ 150
Figure 1. Average Consumption per day in liters
The above table 1 and figure 1 shows that the 60 % respondents

consume 50-100 liters paints per day. Only 5% respondents consumes more
than or equal to 50 liters paints per day.
5.3. Average Consumption of Paints by Contractors

Table 2. Average Consumption per day in liters
Average per day in liters No. of Respondents %
≤ 200 4 20.0
200 – 400 3 15.0
400 – 600 0 00.0
≥ 600 3 15.0
No. of Respondents
4
3 3
≤ 200 200 – 400 400 – 600 ≥ 600
Figure 2. Average Consumption per day in liters
From the table 2 and figure 2 it is concluded that mostly respondents

consume less than or equal to 200 liters paints per day. 15% respondents
consumes more than or equal to 600 liters paints per day.
670
5.4.Awareness level of Paint Brands

Table 3. Awareness level of Paint Brands
Brands of paints No. of Respondents %
Al Jazeera 5 16.7
Jotun 12 40.0
Sigma 2 6.7
Hempel 7 23.3
Others 4 13.3
No. of Respondents
12
7
5
4
2
Al Jazeera Jotun Sigma Hempel Others
Figure 3. Awareness of brands of paints
From the table 3 and figure 3 it is concluded that the top of the mind
recall is enjoyed by Jotun paint followed by Hempel and Al Jazeera
respectively.
5.5.Consumption Brand Wise

Table 4. Consumption Brand Wise
Al Jazeera 4 13.3
Jotun 11 36.7
Sigma 2 6.7
Hempel 8 26.7
Others 5 16.7
No. of Respondents
11
8
4 5
2
Figure 4. Consumption Brand Wise
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It is observed from aforementioned table 4 and figure 4 that the

normally high brand awareness outputs high brand sales and this is what
shows in this finding.
5.6. Satisfaction level of Institutional Consumers (contractors and

painters) through Various Variables Present in a Paints
Table 5. Satisfaction level of Consumers
Items Excellent Good Neutral Bad Very
Product Quality / Durability 23 6 1 0 0
Price / Value 22 7 1 0 0
Easy to use 19 11 0 0 0
Easily Available 20 10 0 0 0
Wide range of colors with catalogue 18 9 3 0 0
High profit margin 7 18 4 1 0
High Advertisement 14 12 4 0 0
Good attractive Packaging 13 11 5 1 0
Brand name / Company reputation 11 15 4 0 0
Technical service available 10 15 4 1 0
Gifts & Giveaways from Company 11 11 4 3 1
Bonus and Incentives 12 9 4 2 3
Social Responsibility 15 8 4 3 0
25
20
15
10
Excellent Good Neutral Bad Very Bad
Figure 5. Satisfaction level of Consumers
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Table 5 and figure 5 illustrate that the Institutional Consumer needs

specific paint color, features, sizes, quality, price etc. Customer always
prefers quality in any respect whether it is Service level, product quality,
Price, Easy to use, wide range of colors, social responsibility etc. Quality and
price is the major factors in influencing brand choice.
Table 6. Descriptive Statistics of Satisfaction level of Consumers
Items Mean Std. t df Sig. (2-
Product Quality / Durability 1.27 0.52 13.32 29 .000
Price / Value 1.30 0.53 13.31 29 .000
Easy to use 1.37 0.49 15.27 29 .000
Easily Available 1.33 0.48 15.23 29 .000
Wide range of colors with 1.50 0.68 12.04 29 .000
High profit margin 1.97 0.72 14.99 29 .000
High Advertisement 1.67 0.71 12.84 29 .000
Good attractive Packaging 1.80 0.85 11.64 29 .000
Brand name / Company 1.77 0.68 14.25 29 .000
Technical service available 1.87 0.78 13.17 29 .000
Gifts & Giveaways from 2.07 1.11 10.18 29 .000
Bonus and Incentives 2.17 1.32 9.02 29 .000
Social Responsibility 1.83 1.02 9.85 29 .000
Table 6 shows the mean scores, standard deviation, t-values. It is

evident from the table that all the statements are significantly different from
test value (test value=0).
5.7.Brand Perception in Paints

Table 7. Brand Perception in Paints
Features Al Jazeera Jotun Sigma Hempel Others
Good Quality 5 15 0 8 2
Price with Value 8 12 0 9 1
Easy to use 9 11 2 8 0
Easy to Available 13 7 2 7 1
Wide range of colors with 10 11 3 4 2
Good Brand 8 11 2 8 1
High Profit Margin 10 12 0 8 0
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16
14
12
10
8
6
4
2
0
Figure 6.Perception of the brand of Paints
The results of table 7 and figure 6 highlighted that the generally

customer perceives good quality/durability, best value for the price, easy to
use, availability, wide range of colors, brand image etc. is all in Jotun brand.
Table 8. Descriptive Statistics of Brand Perception in Paints
Features Mean Std. t df Sig. (2-tailed)
Good Quality 2.57 1.25 11.24 29 .000
Price with Value 2.43 1.28 10.43 29 .000
Easy to use 2.30 1.18 10.69 29 .000
Easy to Available 2.20 1.32 9.10 29 .000
Good Brand 2.43 1.25 10.66 29 .000
High Profit Margin 2.20 1.19 10.16 29 .000
Table 8 shows the mean scores, standard deviation, t-values. It is evident

from the table that all the statements are significantly different from test
value (test value=0).
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5.8.Expectations of Institutional Consumer in Deciding a Brand

Purchase
Table 9.Expectations of Institutional Consumer in Deciding a Brand Purchase
Features Highes Priorit Neutr Low Lowe
Good Quality 25 5 0 0 0
Price with Value 20 6 4 0 0
Easy to use 14 14 2 0 0
Easy to Available 14 15 1 0 0
Wide range of colors with 16 11 2 1 0
Most Popular brand 14 12 3 1 0
Good Packaging 10 17 3 0 0
Good Service 12 14 3 1 0
High Profit Margin 14 11 5 0 0
Customize Product 15 12 2 1 0
Innovative 16 13 0 1 0
25
20
15
10
Highest Priority Priority Neutral Low Priority Lowest Priority
Figure 7. Expectations of Institutional Consumer in Deciding a Brand Purchase
From the above table 9 and figure 7 it is concluded that there is a

solid relationship between variables favored by consumer with respect to
satisfaction and expectation level. Mostly consumers has to offer top priority
on quality, durability, competitive pricing, easy to use, wide range of color,
675
brand image , service, high profit margin, customized products and

innovative in order to be a preferred brand etc.
Table 10. Descriptive Statistics of Expectations of Institutional Consumer in Deciding a
Brand Purchase
Features Mean Std. t df Sig. (2-
Good Quality 1.17 0.38 16.86 99 .000
Price with Value 1.47 0.73 11.00 99 .000
Easy to use 1.60 0.62 14.10 99 .000
Easy to Available 1.57 0.57 15.10 99 .000
Most Popular brand 1.70 0.79 11.72 99 .000
Good Packaging 1.77 0.63 15.46 99 .000
Good Service 1.77 0.77 12.50 99 .000
High Profit Margin 1.70 0.75 12.42 99 .000
Customize Product 1.63 0.76 11.70 99 .000
Innovative 1.53 0.68 12.32 99 .000
Table 10 shows the mean scores, standard deviation, t-values. It is
evident from the table that all the statements are significantly different from
test value (test value=0).
5.9.Most Preferred Paint Brand

Table11. Most Preferred Paint Brand
Al Jazeera 9 30.0
Jotun 12 40.0
Sigma 1 3.3
Hempel 6 20.0
Others 2 6.7
No. of Respondents
12
2
1
Figure 8. Most Preferred Paint Brand
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From the table 11 and figure 8 it is found that Jotun paints tops as a
brand leader (40%) followed by 30 % respondents’ preferred Al Jazeera
paints.
6. Recommendations/ Strategies
Based on study following recommendations are made:
• Paint Industry should communicate regularly with its regular bulk
customers by using various communication tools such as by placing
advertisement in mass media, by sending greetings card to the customers
etc.
• Customer Service should be made more effective to fulfill customer
requirements, like 24/7 technical support.
• Companies should use appropriate HR techniques to enhance the
employees’ loyalty. A Loyal employee will enhance productivity and
will also serve the customer better.
• Companies should conduct the employee training programmes.
• Design of goods and services to be improved by investing in R & D
department of the Industry.
• Transportation problems, inventory management, location and layout of
Paint Industry should be optimized by using operation research
techniques and software in order to get competitive prices to the regular
bulk consumers.
• Companies should use electronic media for educating consumers
regarding products and their reliability.
• Companies should remain informed of technological advancements
taking place in paint technology which are happening globally.
• A customer feedback form is required to be developed to know their
requirements. After knowing requirements and needs of customer
product development and R& D spending could be better focused.
7. Conclusion
Most of the respondents of study prefer Jotun brand. Further the
results shows that the respondents have rated Jotun Paints as most preferred
brand because due to good quality, value for price, good packaging, and
wide range. Products of Jotun paint meets international quality and are status
symbol. The study has also revealed that customers while choosing a
particular brand give highest priority to easy and quick processing of their
orders and friendliness of employee. Painters and Contractors also influence
in the consumer buying behavior and as such companies should formulate
policies to keep these institutional customers happy. Studies pertaining to
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institutional buying behavior are area to investigate in the future. Gap

analysis will be a further scope of research in paint business.
8. Acknowledgement
This present research is a part of research project funded by Deanship
of Scientific Research, Salman bin Abdulaziz University, Kingdom of Saudi
Arabia. Researchers are grateful to the Deanship of Scientific Research ,
Salman bin Abdulaziz University, Kingdom of Saudi Arabia for financial
support in completing this work.
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European Scientific Journal May 2014 edition vol.10, No.

13 ISSN: 1857 – 7881 (Print) e - ISSN 1857- 7431

A STUDY ON SATISFACTION, PERCEPTION

Teg Alam, PhD

Keywords: Institutional Consumers (painters, contractors etc.), expectations,

Decorative, Marine and Protective market segment in the Middle East's

Customer expectation will be influenced by consumer perception of

3. Objective of the study

3.1 Research Significance

Population: All the Painters and Contractors using the Paints in Al

5. Result and Findings

The aforementioned table illustrates that the majority age group of

5.2.Average Consumption of Paint by Painters

≤ 50 50 – 100 100 – 150 ≥ 150

Figure 1. Average Consumption per day in liters

The above table 1 and figure 1 shows that the 60 % respondents

5.3. Average Consumption of Paints by Contractors

≤ 200 200 – 400 400 – 600 ≥ 600

Figure 2. Average Consumption per day in liters

From the table 2 and figure 2 it is concluded that mostly respondents

5.4.Awareness level of Paint Brands

Al Jazeera Jotun Sigma Hempel Others

Figure 3. Awareness of brands of paints

5.5.Consumption Brand Wise

Al Jazeera Jotun Sigma Hempel Others

Figure 4. Consumption Brand Wise

It is observed from aforementioned table 4 and figure 4 that the

5.6. Satisfaction level of Institutional Consumers (contractors and

Excellent Good Neutral Bad Very Bad

Figure 5. Satisfaction level of Consumers

Table 5 and figure 5 illustrate that the Institutional Consumer needs

Table 6 shows the mean scores, standard deviation, t-values. It is

5.7.Brand Perception in Paints

Al Jazeera Jotun Sigma Hempel Others

Figure 6.Perception of the brand of Paints

The results of table 7 and figure 6 highlighted that the generally

Table 8 shows the mean scores, standard deviation, t-values. It is evident

5.8.Expectations of Institutional Consumer in Deciding a Brand

Highest Priority Priority Neutral Low Priority Lowest Priority

Figure 7. Expectations of Institutional Consumer in Deciding a Brand Purchase

From the above table 9 and figure 7 it is concluded that there is a

brand image , service, high profit margin, customized products and

5.9.Most Preferred Paint Brand

Al Jazeera Jotun Sigma Hempel Others

Figure 8. Most Preferred Paint Brand

institutional buying behavior are area to investigate in the future. Gap

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